Wirz is now the largest Swiss advertising agency ahead of Publicis
ADVERTISING AGENCIES Over the past four years, Wirz has seen steady growth in the communication budgets it manages for its clients. However, this alone would not have been enough to make the leap to the top. The heavy losses suffered by its strongest competitor, Publicis, contributed to this.Over the past four years, the volume of communications in Switzerland (= total expenditure on marketing communications by the top 750 advertising clients) has steadily declined slightly. In 2011, it amounted to CHF 6.1 billion. In 2014, the Top750 advertisers still spent CHF 5.934 billion on their communications. This is a decrease of 166 million francs (- 2.7%).Almost half of the total communication volume (48.8%) is handled by the top25 advertising agencies (sales >50 million francs), and just over a quarter (27.5%) by 105 smaller advertising agencies (sales 150 million Swiss francs.Wirz only advertising agency with a communications volume of over 300 millionIn 2014, Wirz managed communications budgets for its clients amounting to 320 million Swiss francs. This is virtually the same as in the previous year. At Publicis, on the other hand, the communications volume decreased by CHF 45 million compared with the previous year. It now amounts to 225 million francs.
How are these sales figures determined?Of the top 750 clients, it is known whether they work with an advertising agency and, if so, with which one. Of these, more than half (424) disclosed their communications expenditure in this year's advertising market study. In order to be able to quantify the communication volume of the individual advertising agencies, a value must also be assigned to the clients about whom no information is available. This is an average value calculated on the basis of the responses received, which varies depending on the sector.To be able to calculate the communications volume of the overall market, all agencies working for one of the Top750 clients are included. In total, these are 130 advertising agencies. In addition, the communication volume of those clients who work without an advertising agency is also recorded. Author: Walter Weder, Media.Research.Group
